Every Christmas in Spain, Freixenet Carta Nevada runs a TV spot featuring an A-list celebrity. In 2007, it was time to do something new without losing the glamour or event. We decided to create a piece of cinema that would be a web experience. Martin Scorsese directed the film. Trailers were released on TV and the film was premiered on the Freixenet site. We built up support in web film communities and over 300,000 blogs commented. Within 1 month we had over a million views. On the site, the audience could choose next year's director.